Sekunda Print THE IMMORTAL COLLECTION by BBDO Russia Group

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Industry Paints, Paint Brushes, Adhesives
Media Print, Magazine & Newspaper
Market Russia
Agency BBDO Russia Group
Creative Director Adrian Ely, Mihai Coliban Bbdo Russia Group
Art Director Nikolay Perevoshchikov
Designer Nikolay Perevoshchikov
Producer Maria Borzilova
Released April 2012

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: SEKUNDA GLUE
Product/Service: GLUE
Creative Director: Mihai Coliban (BBDO Russia Group)
Creative Director: Adrian Ely (BBDO Russia Group)
Art Director: Nikolay Perevoshchikov (BBDO Russia Group)
Designer: Nikolay Perevoshchikov (BBDO Russia Group)
Producer: Maria Borzilova (BBDO Russia Group)
Account Manager: Ekaterina Konovalova (BBDO Russia Group)
Maria Borzilova: Maria Borzilova (BBDO Russia Group)
Media placement: New Product Launch, In-Store Displays - Inside Stores Of Respublika Retail Chain - 1st April 2012
Media placement: Contextual Banners - Banners On Online Store - 1st April 2012

Describe the objective of the promotion.
To increase the awareness of Sekunda Glue by addressing a different target audience instead of the regular blue collar consumer - trendsetters with digital word-of-mouth power.

Describe how the promotion developed from concept to implementation.
We created a brand, The Immortal Collection. Your Gadget + Sekunda Glue = Immortal Gadget. The Collection was placed in 4 of the 13 stores of RESPUBLIKA chain. Library, music, gadget store and cafe - all in one place, Respublika is a love mark of the new Russian hipster generation.
The Immortal objects were also on the store's regular display at the same price, the only difference was the packaging and pack of Sekunda glue inside. - consumers could make any of their gadgets 'Immortal' by just adding a free pack of Sekunda Glue to their shopping cart.

Explain why the method of promotion was most relevant to the product or service.
2 major steps in 1 – creating a cult collection endorsed by the brand and connecting Sekunda with Respublika stores - spaces of world culture and urban spirit, precisely the home of the socialites and Internet stars we were going for in the first place. As people buy not just objects from Respublika but memories and experiences, we explained them how by just adding a few drops of Sekunda Glue their favourite gadget will live for ever and created a brand they loved to make the talk of the town.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We created a unique way to introduce Sekunda to a new target audience with digital word-of-mouth power. At the end of the 3rd week of the 1 month campaign, the collection was sold out. The Immortal Collection was mentioned on hundreds of websites and on the most relevant local social networks, Vkontakte and Odnoklassniki. With an investment of under US$20,000, the earned media was estimated at about US$320,000. Due to the high demand by loyal Respublika consumers, Sekunda is now negotiating a trimestrial, long term collaboration.